While ad spending on many tactics has declined since the recession hit, direct response has seen significant growth.  According to Nielsen, direct response spending has increased 18% since 2007.  They estimate that the average US home now views 32 DR ads each week.

It’s easy to guess what’s driving this.  It’s the immediate measureable results that come with direct response.

Have you been considering traditional DR advertising, or maybe branded direct response?  While you’ll love the immediate measureable feedback and cost-efficiencies, it’s important to fully understand the task at hand.  In any marketing situation, response is dependent upon first building awareness, consideration, and intent.  In the DR world, it all has to happen in the space of a single exposure.  That demands a lot from your creative message, but understanding that is half the battle.  It also explains why DR ads are typically longer form lengths.  So don’t hesitate to jump in the DR pool, just keep in mind that it can only be a silver bullet for quick results if solid marketing fundamentals are driving your approach.